Blooming Bath
Bath time, made beautiful — and buying it, made effortless.
Blooming Bath
Case Study · 2025
About this product
A conversion-optimised Shopify store for the iconic flower-shaped baby bath cushion — built to turn first-time visitors into confident, delighted buyers.
Timeline
3 weeks
Category
Web & App
Delivered
2025
Stack
Product Preview
Overview
The situation
Blooming Bath makes one of the most distinctive baby products on the market — a flower-shaped bath cushion that cradles newborns gently in the sink, making bath time safer, warmer, and genuinely joyful for new parents. The product practically sells itself in person. Online was a different story. A generic e-commerce template, weak product storytelling, and a friction-heavy checkout were leaving conversions on the table. They needed a Shopify store that did justice to a product this unique and this emotionally resonant.
Challenge
What we had to solve
Selling a baby product online means selling to two emotionally distinct audiences simultaneously: new parents making a considered purchase for their newborn, and gift buyers looking for something thoughtful and distinctive. Both arrive with high intent but different information needs. The store had to communicate safety, softness, and genuine delight — while removing every possible obstacle between that emotional buy-in and a completed checkout. Product configurators, gift messaging, and mobile-first design were all critical.
Homepage & Brand Story
Product Page & Configurator
Gift Buyer Flow
Mobile Checkout Experience
Case Study
How we built it
Persona Research & Brand Discovery
We defined two core buyer personas — the new parent researching safe bath solutions, and the gift buyer looking for something memorable and premium. Each had different trust triggers, different browsing patterns, and different points of hesitation before purchase. This shaped the product page hierarchy, the imagery selection strategy, and the placement of social proof, safety messaging, and gift-oriented CTAs throughout the store.
UI/UX Design & Figma Prototyping
Using Figma, we designed a warm, floral visual identity for the store — soft pinks, gentle botanicals, and lifestyle imagery that communicated the joy and safety of the product immediately. The product page was designed with a clear information hierarchy: hero imagery first, key benefits second, safety credentials third, reviews fourth, and checkout CTA always in view. A gift-buyer flow was designed with prominent gift messaging and packaging options. Mobile layouts were designed in parallel from day one — the majority of parent and gifting purchases happen on phones.
Shopify Development & Custom Configurator
The store was built on Shopify using Liquid with a custom theme translated precisely from the Figma designs. A product configurator was implemented allowing buyers to select colour variants with live preview — important for a product where the flower colour is a key part of the gifting decision. Metafields were used to surface structured product details, safety certifications, and care instructions cleanly without cluttering the core product page. The checkout flow was streamlined with minimal steps, trust badges, and clear shipping timelines to reduce abandonment.
Performance, SEO & Launch
Performance optimisation covered image compression, lazy loading, and Lighthouse score improvements to ensure fast load times on mobile — critical for the demographic. On-page SEO was structured across product, collection, and landing pages targeting baby bath, newborn bath cushion, and gift-for-new-baby search intent. The store launched on schedule, fully tested across devices, with analytics and conversion tracking configured from day one.
Outcomes
A product this joyful deserved a store to match.
25%+
Increase in conversion rate
vs. previous store — matching the stated goal
58%
Lower cart abandonment rate
streamlined checkout and trust signals
2
Distinct buyer journeys designed
new parents and gift buyers — both optimised
↑
Average order value
gift packaging upsell drove higher basket sizes
100%
Mobile-optimised experience
designed mobile-first throughout
3wks
Full delivery timeline
from discovery to live Shopify store
We always knew parents loved our product — we just couldn't get that love to translate online. The new store finally captures what makes Blooming Bath special, and the numbers show it. Conversion is up, gift sales are up, and it just feels right.
Blooming Bath
Client, Baby & Parenting Brand
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